DAY TRIP (VOLUMES 1,2 AND 3) by Wieden + Kennedy New York for Wieden+kennedy

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DAY TRIP (VOLUMES 1,2 AND 3)

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Wieden + Kennedy New York
Executive Creative Director Kevin Proudfoot, Jerome Austria
Released April 2010

Credits & Description

Category: Books
Advertiser: WIEDEN+KENNEDY NEW YORK
Product/Service: ADVERTISING AGENCY
Agency: WIEDEN+KENNEDY
Date of First Appearance: Apr 1 2010
Entrant Company: WIEDEN+KENNEDY, New York, USA
Executive Creative Director: Kevin Proudfoot (Wieden+Kennedy)
Executive Creative Director: Jerome Austria (Wieden+Kennedy)
Copywriter/Art Director/Typographer/Photographer: Keiji Ando (Attack (A Division of Wieden+Kennedy))
Copywriter/Art Director/Typographer/Photographer: Phil Chang (Attack (A Division of Wieden+Kennedy))
Copywriter/Art Director/Typographer/Photographer: Eric Collins (Attack (A Division of Wieden+Kennedy))
Copywriter/Art Director/Typographer/Photographer: Joey Ellis (Attack (A Division of Wieden+Kennedy))
Copywriter/Art Director/Typographer/Photographer: Larry Pipitone (Attack (A Division of Wieden+Kennedy))
Print Producer (Volumes One and Two): Paul Rattoballi (Wieden+Kennedy)
Print Producer (Volumes Two and Three): Jeannie O'Toole (Wieden+Kennedy)
Retoucher: Chris McClelland (150 Proof (A Division of Wieden+Kennedy))
Printer: n/a (Proof 7)
Media placement: Magazine - Day Trip Volume 1 - 125 Copies Via Direct Mail - April 1, 2010
Media placement: Magazine - Day Trip Volume 2 - 125 Copies Via Direct Mail - July 1, 2010
Media placement: Magazine - Day Trip Volume 3 - 125 Copies Via Direct Mail - November 1, 2010

Describe the brief from the client
Day Trip is a bi-monthly publication produced, designed and published by Attack. Featuring the work of ten individuals, groups and/or brands per issue, the magazine offers a unique look into the lifestyles and perspectives of the influencers who push New York City’s creative culture forward.

Describe the challenges and key objectives
Every Wieden+Kennedy office strives to maintain a meaningful dialogue with its host city’s creative community. This is particularly necessary in New York, where there is a constantly evolving shift in the people who push the city’s cultural identity and global influence forward. W+K New York wanted an internally developed product that could demonstrate its understanding of and relationship with the city’s visionaries to the office’s primary client base.

Describe how you arrived at the final design
Our solution to this brief was to create Day Trip, a bi-monthly publication that documents the lifestyles, perspectives and work of New York’s creative culture. As many creatives in New York are leery of interacting with the editorial world and advertising agencies, one of the more pressing challenges was to ensure that Day Trip would essentially be a product of the community it would ultimately represent, rather than something exploitative created by a corporate entity looking to cash in on the city’s credibility.

Give some indication of how successful the outcome was in the market
Every issue of Day Trip consists of ten features that celebrate innovators from an all-inclusive spectrum of professions in New York. A short paragraph introduces each person by discussing how and why Attack was drawn to them, accompanied by a custom type treatment of their names created by Attack’s designers. The rest of the feature frames the featured individual’s work in iconic, large format pages that allows their processes to speak for themselves.